Building an Effective E-mail Newsletter
to Increase Sales
By Ron S. La Vine, MBA
The most important an effective newsletter requires is a clear purpose. For example, the purpose of the S-I-R-E-N (Sales Intelligence Report E-mail Newsletter) is to identify and alert my leads, prospects and customers to government and Fortune 1000 prospect, customer, business, industry and executive changes, which, if acted upon in a timely manner, may lead to revenue opportunities while providing intelligence to leverage existing and future relationships. Change creates revenue opportunity.
Notice both the purpose and the potential benefits are described. Focus on providing unique insights or useful information to your prospects. Share your expertise in your field. If you cannot write a newsletter, hire someone that can. Be sure to include both your e-mail address and web address on all your marketing materials.
Using a Web Site to Attract Subscribers
So now your asking where do I find my prospect's addresses? First look at all those business cards you collect. Now days nearly everyone is putting an e-mail address on their card since electronic mail is both cheaper and faster than regular mail. Imagine being able to send out your newsletter to let's say 500 prospects, on a regular basis, with the push of the send key.
Next, why not create a web site to attract potential prospects a.k.a. subscribers who are interested in the type of information you have to offer, especially if it is free? Once you have built your page(s), make it easy for a prospect to subscribe either by replying to your e-mail address on your web page or by creating a six line "signature" that goes out with every e-mail you send. For example, here is the signature I use at the end of every e-mail I send:
Make it a great day and a successful week!
** Ron S. LaVine, MBA **
Free, weekly, Sales Intelligence Report E-mail Newsletter (the SIREN)
send <mailto:firstname.lastname@example.org> with "add" as the subject.
For details on the Intellworks' - How to Find & Locate Key Decision
Makers Workshop or Phone TIPs for Success
Live Telesales Call Training, call toll-free 1-800-975-1724.
Notice how the signature directs them to the web page in order to sign up for their subscription. Guess what they see before they subscribe? You guessed it, your advertisement about your business. There are many simple, easy-to-use software programs such as My Internet Business Page (My Software, Menlo Park, CA) or Microsoft Publisher which for about $80 to $100 will provide industry specific templates for you to write your own marketing copy over.
The cost of having a web page can be as little as $5 per month (For a web site host I recommend <http://www.stairway-to-webbin.com/host.html?siren>). You will also need an internet service provider (ISP) to give you access to the world wide web. I recommend Earthlink (1-800-395-8410 ext. R22427) which charges $19.95 per month for unlimited usage. For less than $1 per day you can establish a "business home page" on the internet. Ask yourself, "If I make one or two sales due to my e-mail newsletter, is it worth the "less than" $1 per day investment?" If your answer is yes, then either begin writing a newsletter or find someone to write one for you.
Most, if not all ISPs provide free e-mail and here is where you can use an electronic newsletter to its greatest advantage. You see with an electronic newsletter, there is no paper, no postage, no printing, and no envelope stuffing. You put the e-mail addresses of your prospects into a phone directory (find out from your e-mail program provider how to disguise the recipient's addresses or you will be giving away your very valuable list).
Since information is freely available across the Internet, offer your newsletter for free and solicit advertising as you build your subscribership. Consider using your newsletter as an exclusive way to keep your company name in front of prospects you have targeted, on a regular basis (daily, weekly, monthly, etc).
A subscriber must perceive they will derive some benefits from subscribing. Specify what those benefits are. Whether it is to build business, learn something new or share ideas, a newsletter is an excellent form of marketing that keeps your business name and benefits in front of your prospects.
While this is a simplification of what can become a time consuming process, the sales and marketing dividends can be huge. Weigh the costs of creating a page yourself versus having someone produce it for you (typically $100 to $200 per page). In the end you'll find having a presence on the internet combined with an effective e-mail newsletter a hard combination to beat when it comes to keeping your name in front of your prospects, generating new leads and, most important, making more sales.
Here's some more helpful articles from Ron LaVine
Target Market your services using direct marketing techniques.
How to find the blessing disguised in downsizing.
Turn Data Into Dollars with free resources.
Lessons Learned from business by Mr. LaVine
Building an Effective E-mail Newsletter to Increase Sales
Learn How to Establish Your Presence on the Web
Meet the Author, Ron LaVine
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